Movie Theaters Reopen in Twin Cities but Face Uncertain Future

Local movie theaters in the Twin Cities have begun reopening, but only half of the venues are operating and many owners fear the path to recovery is unclear [1]. Patrons like Sharon Casci enjoy the classic theater experience, yet empty seats and a lack of new blockbuster releases raise doubts about long‑term viability.

Key takeaways

• As of August 21, 2020, only 50 % of metro‑area theaters had reopened; 14 theaters gave no reopening timeline [1].
• Major studios postponed blockbusters such as Tenet and Top Gun: Maverick, leaving reopened cinemas to show older titles like Jaws [1].
• Theater operators are experimenting with alternative revenue streams, including popcorn‑only sales, drive‑in licenses, and employee relief funds [1].
• Industry analysts note that streaming services gained 26 million subscribers in the first half of 2020, intensifying competition for theatrical attendance [1].
• Historical perspective shows that even before the pandemic, studios were reducing theatrical windows, and the pandemic accelerated concerns about the theater model’s survival [3].

Reopening Amid Limited Content

Governor Tim Walz lifted Minnesota’s COVID‑19 restrictions in June 2020, prompting modest comebacks for restaurants and bars, and a cautious return for cinemas. However, the reopening effort coincided with a five‑month hiatus of major studio releases, as studios delayed films like Tenet, Top Gun: Maverick, and the James Bond title No Time to Die [1]. Consequently, the few operating theaters are forced to program older movies—Jaws, Back to the Future, and Risky Business—to fill screens, with some venues showing only three films per week [1].

Owners like Nathan Block of the Woodbury 10 Theatre are emphasizing rigorous sanitation and classic film offerings to attract patrons. Block described his daily cleaning routine, noting that “professional chefs wash their hands every 10 minutes,” and he strives to exceed that standard [1]. Despite these efforts, attendance remains low; on a recent Wednesday, only 13 customers entered the 10‑screen complex, a figure that underscores the financial strain on operators [1].

Creative Strategies and Community Impact

To stay afloat, Minnesota theaters are diversifying income sources. The Riverview Theatre in Minneapolis sells popcorn without a movie, while Marcus Oakdale Cinema pursued a license to host drive‑in screenings in its parking lot. The Plaza Theatre in Maplewood has instituted an “Employee Relief Fund” that relies on customer contributions [1]. These initiatives reflect a broader industry trend of seeking supplemental revenue amid reduced ticket sales.

The closure of multiplexes also threatens local economies. The New Vision Oakdale 20‑plex, a mall anchor, remains vacant, and community development officials warn that repurposing such large, windowless spaces poses significant challenges [1]. The loss of theater venues can signal broader commercial decline in high‑visibility locations.

Why it matters

The Twin Cities’ theater landscape illustrates the precarious balance between reopening and financial sustainability. With half of the cinemas still shuttered and major releases delayed, operators must rely on creative tactics and community support to survive. The broader shift toward streaming—evidenced by 26 million new subscribers in early 2020—and the pre‑pandemic trend of shortened theatrical windows suggest that even a full return of new blockbusters may not guarantee recovery [1][3]. Monitoring how these venues adapt will indicate whether the traditional movie‑going experience can endure in a post‑COVID, streaming‑dominant market.